Introduction
Methodology
This report will give an in-depth context, and showcase the importance of trends and their impacts. The necessity of trend forecasting, what key drivers are behind it and its place in fashion marketing will also be explored and analysed. Studying in particular, one key trend of Spring Summer 2018, ‘Radical Transparency’. A styled shoot will also be included before being incorporated into an editorial in the style of Cos magazine.
This report was produced using a variety of secondary resources such as books and documents found in the NTU library and on BOB. Articles in print magazines and online content from Vogue, Glamour and Cosmopolitan have been analysed to spot emerging trends for Spring/Summer 2018. Primary research was also carried out on the streets of Nottingham to see first hand how the trend of radical transparency has been adopted. Shop safaris were carried out in Nottingham and Manchester, this immersed myself into the high street stores in my local towns. Interviews were gathered to explore radical transparency within Nottingham retail stores.
The styling shoot involved choosing a location, props and models for the shoot, that was best able to showcase the trend. These images were then worked into the fashion editorial. Social, cultural, economic and media influences in the market will also be explored and how they alter trends. This report will also provide an overall insight into the creation and future of trends and conclude the overall measure of success of that of my examined trend.
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We were able to explore opinions from employees in shops such as Zara and Topshop regarding new trends within the city. The process of selecting models included talking to students in the student union and finding students to fit the style we wanted to portray. Finally, observing students and then general public in the streets gave us evidence and a general idea of fashion influences in the general public.
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